Fenty Beauty Introduces a New Foundation - the Successor to the Iconic Pro Filt'r

Sometimes, a beauty brand needs to do more than simply update a formula. It needs to understand what women actually expect from a product today. That is exactly the approach Fenty Beauty has taken with its new Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, which replaces the popular Pro Filt’r Soft Matte Longwear Foundation.

Sometimes, a beauty brand needs to do more than simply update a formula. It needs to understand what women actually expect from a product today. That is exactly the approach Fenty Beauty has taken with its new Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, which replaces the popular Pro Filt’r Soft Matte Longwear Foundation.

After seven years of customer feedback, the brand decided not just to make minor adjustments to its familiar formula, but to completely rethink both the texture and the shade range from the ground up.

A Matte Finish That Doesn’t Turn Your Face Into a Mask

The main idea behind the new foundation is to combine the long-lasting performance of a matte finish with a natural look that moves with the skin.

The formula provides medium, buildable coverage. At the same time, it is designed to maintain the appearance of natural skin rather than create the feeling of a heavy layer of makeup. The name Fluid Flex says it all: the foundation is designed to move and stretch with the skin throughout the day.

This is particularly appealing to anyone who loves a matte complexion but doesn’t want to sacrifice a natural-looking finish.

Three Years of Development and Made in Japan

The development of Pro Filt’r Fluid Flex took around three years. The formula was developed in Japan, with particular attention paid to its staying power and how it performs on the skin throughout the day.

According to the brand, the new foundation is designed to resist oxidation, transfer, sweat and humidity. In other words, the shade should remain stable while the coverage maintains a polished appearance even in challenging conditions.

The formula also contains starfruit extract, which helps control excess sebum and shine while preserving the product’s signature natural matte finish.

50 Shades and Even More Attention to Undertones

Fenty Beauty is once again betting on an extensive shade range. Pro Filt’r Fluid Flex comes in 50 shades, while the brand has completely rethought its approach to developing and selecting tones.

The new range offers more options for different skin undertones — cool, warm, neutral, golden, peach and olive.

Undertone is often the reason why a foundation that seems to be the right match suddenly looks too yellow, pink or gray. That is why expanding this aspect of the shade range could be just as important as increasing the overall number of available shades.

Technology Comes to the Rescue

Another interesting addition is a set of virtual tools designed to help users find the right shade.

Instead of spending ages trying to guess the correct color based on a photo of the bottle or a product description online, customers will be able to use digital technology to help identify the shade that best matches their complexion.

For online shopping, this is particularly useful: when you cannot test a product directly on your skin, finding the right foundation shade can quickly turn into a real challenge.

When Will the New Foundation Be Available?

The Pro Filt’r Fluid Flex Natural Matte Longwear Foundation will be available from September 4 on the official Fenty Beauty website. The price is set at $48.